Store Loyalty_Interim Presentation

8/19/2019 Store Loyalty_Interim Presentation

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STORE LOYALTY

Interim Presentation

Esperto di Statistica

Anjani Krishna

Anuj Sharma

Rohit Kumar

Shivam Maurya

Shruti Gupta



EXECUTIVE SUMMARY



INTRODUCTION

• Customer loyalty is the result of consistently positive emotional exp

physical attri!ute"!ased satisfaction and perceived value of an exp#hich includes the product or services$

• Store loyalty is a propensity to use the store.

• Store loyalty includes customers attitudes purchase intentions and

purchasin% !ehaviour$

• Stores desire loyal customers to sustain and %ro# in the mar&et$



LITERATURE REVIEW

• Examinin% the historical course of the studies #ith the su!ject of loyalty it is fo

the researches that try to de'ne #hat loyalty is have si%ni'cant space$

• (he most !asic pro!lem encountered in those studies is the failure to achieve

de'nition of loyalty !ecause althou%h customer loyalty may !e a &ey varia!le

explains &eepin% the customer at hand )*on% and +hou ,--./ Pritchard and 0

12234 it has !een discussed in time #hether loyalty is an attitude or com!inat

attitude and !ehavior$

• Accordin% to the approach !ased on !ehavior loyalty is the !ehavioral reactioprejudice as the function of psycholo%ical processes !y the decision ma&er in t

existence of one or more alternative in time )5aco!y and Keyner 12364$

• 7ehavioral approach explained loyalty !asin% on the criteria includin% the shar

consumption consumption pro!a!ility pro!a!ility to consume the product a%a

consumption !ehavior multidirectional consumption !ehaviors )Kumar and Sh



RESEARCH OBJECTIVES

• (o discuss the discriminant factors of customer loyalty$

• (o identify the discriminatin% factors a9ectin% customer loyalty$

• (o assess customer:s satisfaction #ith the stores and their loyalty t

• Assess ho# customer loyalty patterns chan%es$

• (o ma&e recommendations on ho# stores can improve customers:



SCOPE OF THE STUDY

• (his study is descriptive in nature and is conducted in phases$

•

(he 'rst phase dealt #ith developin% a research frame#or& on factin;uencin% store ima%e customer satisfaction and loyalty in %ener

department stores$ (he frame#or& #as then used to meet the rese

o!jective$

• (he second phase of the study #as an empirical study of departme

throu%h the shoppers$ (he research approach used #as Survey Re

throu%h structured <uestionnaire and Intervie#s$ (he standardi=ed

validated <uestionnaire after due pilot testin% and suita!le chan%e

for this$ (he shopper !uyin% !ehavior store factors satisfaction an

#as examined only in the context of department stores$



IMPLICATIONS OF THE STUDY

• (his research provided a si%ni'cant &no#led%e a!out the customer !eha

thro#s li%ht on their purchasin% patterns and their expectations from the

• As customers !ecome more &no#led%ea!le a!out various %oods their ne

expert advice and interaction #ith frontline store employees may diminis

(herefore providin% hi%h merchandise <uality should also remain a prior

context the focal retailer should carefully consider ho# the !rand assort

impact its ima%e and customer loyalty$

•

>ational !rands and store !rands enhance store loyalty in complimentarythat the particular retailer enjoys a <uality reputation mana%ement shou

capitali=e on its <uality reputation and expand its o9erin%s of store !rand

#ith national !rands$

• (hus this research also helps the retailers to &no# more a!out the custo



METHODOLOGY

Samplin%

• Simple random samplin% #as used

• Consumers #ere randomly as&ed to 'll out the <uestionnaire

Samplin% Si=e

•

1,? correctly 'lled <uestionnaires #ere collected

Samplin% @nit

epartment store shoppers



(ype of ata

•

Primary data throu%h <uestionnaire

ata collection techni<ue

• Bnline survey

• ace to face )physical4 survey

Instrument @sed

• Duestionnaire

• (he desi%n of the <uestionnaire #as !ased on multiple item measu

scales$ All constructs #ere measured on ? point i&ert scale$



Plan of data analysisF

•

(he data collected #ill !e analysed usin% various statistical tools sdiscriminant analysis$

• (he ra# data collected #ill !e entered in the computer for data cle

inspectin% for errors$

• (hereafter relia!ility and validity test #ill !e performed to dra# va

inferences from the data$



REFERENCES

• 7andyopadhyay S$ and Martell M$ ),--34 oes attitudinal loyalty in;uen

!ehavioral loyaltyH A theoretical and empirical study 5ournal of Retailin%

Consumer Services ol$ 1J >o$ 1 pp$ 6?"JJ$

• 7loemer 5$ and de Ruyter K$ )12284 Bn the relationship !et#een store im

satisfaction and store loyalty European 5ournal of Mar&etin% ol$ 6, >os

J22"?16$

• Corstjen= M$ and al R$ ),---4 7uildin% store loyalty throu%h store !ran

of Mar&etin% Research ol$ 63 pp$ ,81"21$

• ic& A$S$ and 7asu K$ )122J4 Customer loyaltyF to#ard an inte%rated co

frame#or& 5ournal of the Academy of Mar&etin% Science ol$ ,, >o$ , p

• East R$ Gendall P$ 0ammond K$ and omax *$ ),--?4 Consumer loya

additive or interactiveH Australasian Mar&etin% 5ournal ol$ 16 >o$ , pp$

Store Loyalty_Interim Presentation

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